Accent launches new sales brand Homemade

Accent Group has launched a new brand to promote shared home ownership as the housing association continues to expand its programme.

The new sales brand, Homemade, will oversee all of Accent’s sales activities and will market new and preowned shared ownership homes, also managing the sales of further shares in shared ownership homes.

The Yorkshire based housing provider says that in future Homemade will promote and market its outright property sales, marking Accent’s first move into the private property market.

Accent’s sales director Rob Bloom, manager of Homemade, said the brand’s promotion of shared ownership as a ‘real housing choice’ will enable more people to own homes in areas where property prices are high.

Bloom said: “Many people have not considered shared ownership for a number of reasons. We want to show how it can be a real alternative for people who cannot afford to buy a home on the open market but are not in enough ‘need’ to be considered for affordable rented housing.”

“The vision of our new service offer means we can fulfil our commitment to our residents by providing safe and secure homes for both sale and rent.”

Accent currently manages around 3,000 shared ownership and leasehold homes across the UK, providing affordable housing to over 34,000 residents.

Last July Accent issued a record breaking £350 million public bond priced at a coupon rate of 2.625%, the lowest ever rate secured by a housing association in England for a bond greater than 12 years in duration.

This financial capacity has allowed Accent to unveil plans for a much-expanded development and growth strategy including a programme of at least 500 new homes a year.

The housing association is currently developing new homes in several locations across England including in Yorkshire in Bradford and Harrogate.

Accent’s executive director of development and growth Sarah Ireland said: “There is huge housing need across a range of tenures and price points across many of the areas and communities that we already work in. We want to help address that issue and provide quality, affordable homes.”

Ireland added that surpluses generated from the sale of new homes will be reinvested back into Accent to improve its existing homes and help fund future developments.

Northern Housing’s last Working Lunch feature explored the shared ownership model, the concerns surrounding it, and the role it could play in helping to tackle the crisis in home ownership.

Photo credit: Accent Group

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